Contact Us Page Redesign
My Digital Experience team led a comprehensive redesign of the Contact Us experience, creating a clearer hierarchy that helps customers find answers faster while reducing unnecessary calls.
The Problem
The existing Contact Us page presented all options equally, without guiding customers toward the most efficient resolution path. This led to:
- Higher call volumes as customers defaulted to phone support
- Longer wait times for issues that could be self-served
- Customer frustration when simple questions required waiting on hold
- Increased support costs from handling calls that could be deflected
The Solution
We redesigned the Contact Us page with a clear hierarchy that guides customers to the right channel for their needs.
Design Principles
- Self-service first - Lead with options customers can resolve themselves
- Clear categorization - Group options by customer intent
- Transparent expectations - Show wait times and availability
- Easy escalation - Make it simple to reach a human when needed
Key Changes
- Elevated self-service links at the top of the page
- Categorized contact options by topic and urgency
- Added wait time indicators for phone support
- Improved mobile experience with touch-friendly design
Iteration Process
We took an iterative approach, incorporating feedback from Customer Relations and Customer Support teams:
Iteration 1-2
- Initial redesign concepts
- Stakeholder feedback and refinement
Iteration 3 (Final)
- Incorporated all feedback
- Clear hierarchy of contact methods
- A/B tested from November 19 through December 31
Results
The redesigned Contact Us page delivered measurable improvements:
- Increased self-service usage through better visibility
- Reduced call volume for common questions
- Improved customer satisfaction with faster resolutions
- Lower cost to serve through digital deflection
Customer Value
By creating a more thoughtful Contact Us experience, we help customers get answers faster. Those with simple questions find self-service resources immediately, while those with complex issues can still easily reach support. Everyone wins when we guide customers to the right channel.
Redesigned Contact Us page to create clear hierarchy of contact options, elevating self-service and reducing call volume.
